APPIES 2018 Winning Campaign: Grab Drivers Acquisition


Challenge
Grab entered the ride-sharing market as a challenger to ride-sharing giant, Uber. However, it was apparent that Grab was outmatched by Uber’s global influence and pioneering reputation. Grab was seen as a young startup.
Therefore, Grab decided to leverage on their advantage, access to local and grassroots insights and sentiments, something that Uber had not established.
Grab Drivers Acquisition campaign roll-out
By building a social and segmentation data warehouse to identify the root motivations, Grab profiled into two main driver segments – Realists and Dreamers, supported by 8 unique driving motivations which were brought alive in the communication journey.

To take the campaign further, Grab needed to generate talkability. The ride-sharing app then took the opportunity to meet with real-life Grab drivers and tell their stories.
Results
The results of the campaign proved fruitful. The stories captured people’s attention over six million times and reached 3.6 million potential drivers. The driver stories hit 38,540 reactions, 200 times more than Uber’s driver acquisition content. The campaign resulted in a 225% increase in positive sentiments and this led to Grab having a 24% more driver sign up searches compared to Uber.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




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